{"id":26551,"date":"2025-01-14T15:51:27","date_gmt":"2025-01-14T15:51:27","guid":{"rendered":"https:\/\/peraltafinancing.com\/business\/marketing\/with-the-emira-the-lotus-is-in-full-bloom-marketing-advertising-news-et-brandequity\/"},"modified":"2025-01-14T15:51:27","modified_gmt":"2025-01-14T15:51:27","slug":"with-the-emira-the-lotus-is-in-full-bloom-marketing-advertising-news-et-brandequity","status":"publish","type":"post","link":"https:\/\/fivemor.com\/?p=26551","title":{"rendered":"With the Emira, the Lotus is in full bloom, Marketing & Advertising News, ET BrandEquity"},"content":{"rendered":"


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\"<p>Lotus
Lotus Emira (file image)<\/span><\/figcaption><\/figure>\n

As the automotive industry<\/a> pivots to electrification, the sports car is perhaps at the greatest risk of alienating its core audience. After all, a sports car is all about an emotive driving experience \u2014 something electric cars typically do not offer.
And so, in a world of increasingly-electrified performance cars, the Lotus Emira<\/a> is the last hurrah for the traditional mid-engine sports car<\/a>. Lotus\u2019 journey has been extraordinary, including its history of making lightweight sports cars like the Elise or Elan with little regard for comfort or luxury.<\/p>\n

However, a few years back, this boutique British car maker got a new owner (Chinese automotive giant Geely) and turned around its operations to become a luxury lifestyle brand. One of the first models that came to fruition as a result of this new ownership included the Eletre luxury electric SUV. But to stay true to its ethos, Lotus once again returned to the world of sports cars. The Emira is the result of this, and it is a modern-day interpretation of what a Lotus sports car should be.<\/p>\n

While you can buy the Emira in India, the question is: should you? To find out, we drove the show stopping car (to the point where people started taking pictures) on a winter morning in Delhi.<\/p>\n

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The proportions are a sight for sore eyes, the details are sparse but prominent, and the voluptuous haunches blend in seamlessly with its mid-engined silhouette. The sleek headlamps juxtapose the aerodynamic flourishes, while the rear styling is a nod to sports cars of yore. Neither the ingress or egress is needlessly dramatic; instead, you get conventional doors along with a cabin that feels expensive but practical. Everything is where you would want it to be, and the Emira has all the necessary gadgetry, including Android Auto\/Apple CarPlay<\/a> and a KEF sound system. The space is also adequate for two passengers,and the boot capacity, modest.<\/p>\n

The all-new AMG-powered turbocharged four-cylinder engine springs to life when you flick the fighter jet-like starter switch. In this specification, the Emira goes to 360 bhp, though you can opt for a more powerful V6 engine with a manual gearbox. That said, the eight-speed dual clutch automatic on our test car worked flawlessly in slow traffic, and the ride quality too was not too harsh. The compact, lightweight car was surprisingly at home on the streets of Chanakyapuri in Delhi, but the ride got even better on the emptier roads on the outskirts of the city. It was the best way to experience the engine and discover what makes the Emira so different from others.While the powertrain is charismatic enough, what truly shines is the driving experience. Because of the hydraulic steering, you can feel nearly every pebble on the road beneath you, and the handling is precise but playful. The Emira is not a handful for amateur drivers, but its sharp reflexes reward skill. Ultimately, that is what a sports car is supposed to be \u2014 not something that just drowns you in a set of numbers flashing across the speedometer. The car flows along corners, and soon, you develop enough confidence to push further and test the car\u2019s handling limits. <\/p>\n

All in all, the Emira does not need too much commitment from the driver. You also do not need to carry it everywhere on a flatbed truck because the ground clearance is surprisingly good.<\/p>\n

Lotus has created a good old sports car with a few luxury elements and a gorgeous shell. Admittedly, the price tag, which starts at Rs 3.10 crore, is indeed ambitious, but the Emira is surely greater than the sum of its parts. <\/p>\n

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